We turn to H&M for so many things, from its insanely good selection of sweaters to the big trends we can snag for a steal there. But with literally thousands of SKU's, it can be a daunting task to approach the retailer, especially if you're shopping online. There are surely some epic finds to be had, but where do you even begin?
To help us decipher the best categories for H&M shopping from the items you could probably save time on, we tapped Susan Feldman, an avid H&M shopper and stylish 64-year-old. Feldman is the founder of One King's Lane and In the Groove, a style destination where she shares her age-defying outfits and shopping tips. "I always go into H&M with an open mind," she shared with us. "I love discovering something cool or a great basic every time I shop there. I just never know what I will find, which makes it fun."
To help guide you, Feldman shared which items she always gravitates towards at H&M and which she usually glosses over. Right now, her H&M shopping list is a curated assortment that involves everything from basics like oversized sweaters to statement-making pieces like a leopard-print coat that she plans to wear with everything for winter. Ahead, get the intel her H&M shopping preferences and peruse all of her picks for the season.
What she won't buy:
Accessories and shoes: "I do tend to stay away from accessories and shoes. If I spend money on something, it tends to be shoes and bags. I feel that by investing in classic brands on these pieces, I can wear them for years."
The categories she focuses on instead:
Jackets and Coats
"I find though that I gravitate towards jackets at H&M, especially in the winter. I find its coat section has a lot of styles and is always on-trend."
"Love this color!"
"I am a sucker for anything winter white. I feel like it is so chic and obviously goes with everything. And you have to love the length of this coat."
"I am always looking for a great jacket for the weekends and to wear to the gym in the mornings. Nailed it."
"This coat feels so on-trend and will go with just about everything."
"On a trip to Paris, I bought a cashmere version of this poncho. I was so excited to find this one at H&M. These ponchos are my go-to wrap for day and night because they're so easy and can be worn a number of different ways."
Sweaters and Sweatshirts
Feldman told us that another big category she looks to H&M for is tops. She always springs for its tops, anything from a sweatshirt to a sweater.
"If this isn't the perfect sweater to throw on over jeans, leather pants, then I don't know what is."
"Navy is one of my go-to colors. I especially love pairing it with black. I think the texture and sleeve detail make this one great. I am sure this will be part of my uniform for this winter."
"I don't usually go for prints, but I thought this collaboration with Pringle was a great twist on a classic."
"How gorgeous is the texture on this sweater? And it is perfect for those chilly days and nights."
"Jackie Kennedy said, 'Pearls are always appropriate.' I couldn't agree more."
"Again, I love winter white and adore this cashmere with the wide-rib detail on the neck, cuff and the hem."
"When I get up to go to a 6 a.m. exercise class, I know this will put a smile on my face."
Midi-Length Dresses and Skirts
"I focus mostly on dresses and skirts that are not too short. I find that they have some really fun prints and styles that are usually really easy to throw on and go."
"This is so fun and easy. It hits the snake trend and is super comfy."
"'Tis the season for red."
"I like anything that makes getting dressed easier, and this sweater dress definitely fits the bill. I think it is great as is or putting a ton of necklaces on with it to dress it up."
"This skirt is great to dress up or down—and so easy to pack for business trips."
"I always find a tulle skirt makes me feel so romantic. I think this one is a natural choice to wear casually or to dress up."
"Love this black tulle skirt too. Guessing you will find me wearing this every which way this season. Dress it up or throw it on with a pair of sneakers and a sweatshirt."
Jeans and Pants
"I continue to be surprised at how great the washes are on H&M's jeans," she told us; and she is also on the lookout for great trousers there, too.
"I really like H&M's jeans and love this off-white colour. I feel that they add a great update to any winter wardrobe. Bonus: They go with everything!"
"I have been wanting a pair of boot cut jeans, and these fit the bill."
"Great black pants. Need I say more?"
"A great go-to jean that is super comfy—so good I will get them in two washes."
"These knit pul-lon pants are so comfy and chic all at the same time."
Okay, one accessory for good measure
While she usually gravitates away from the accessories at H&M, preferring to invest in most luxury pieces, this hat caught her eye and she just had to give it a shout-out.
"I have recently love finishing off my outfits with a hat. This captain's hat goes with so many looks and makes me feel in charge."
Next up, the fast-fashion boots that are earning me loads of compliments this season.
-
Romantic Lace! '80s Leather! H&M Studio's Holiday Drop Has 2025's Most Anticipated TrendsSee Amelia Gray's handpicked edit.
-
The Cyber Monday Sales Are Here—This Is Everything I'm Loving From Madewell, Revolve, and H&MDon't sleep on these discounts.
-
I Just Found the Perfect $20 Alt for Kaia Gerber's Chic French-Girl FlatsHurry—they're selling quickly.
-
The Words "Sold" and "Out" Are Coming for These 36 Zara, H&M, and J.Crew ItemsDon't hesitate.
-
30 Incredibly Chic Finds I Regret Not Buying This Week From Nordstrom, H&M, and ZaraSo many gems. So little time.
-
The $55 H&M Bag I'm Buying Instead of The Row's MargauxAt least while I save up.
-
I'm Telling All My Friends to Try These 5 Winter Staples, and They're at H&M, Nordstrom, and COSDreamy pieces ahead.
-
I Find the Best Shoes at Nordstrom, H&M, and Zara—28 Fall-Ready Styles I Love Right NowThank me later.
